Marketing 101

Here is a great example of marketing.

With bike training season having begun in earnest, I recently ordered two twelve-paks of Hammer Gel (one chocolate, one espresso), the only certified kosher sports gel of which I am aware.

I just received an email that my order has been shipped.

But the email was strange. It listed much more than I had ordered.

Had a mistake been made?

This was what the email listed:

********************************************
Please keep this E-mail for your records.
********************************************

Ordered from Hammer Nutrition
Web Address www.hammernutrition.com
Order Number 0815448400
Order Date 06/02/2008
Ship Date 06/04/2008
Reference Number 206485

Hammer Nutrition
1.800.336.1977

Your order 0815448400 has been shipped as follows:

Package Method Tracking Number
Site
--------------------------------------------------------------------------------
1 FEDEX RES-GRND 043130061598064
http://www.fedex.com

Ordered By Ship To
------------------------------ ------------------------------
Mochassid Mochassid

Woodmere NY 11598 Woodmere NY 11598

----------------------------------------------------------------------
Quantity Qty Back
Item Description Shipped Ordered
----------------------------------------------------------------------
HBC Hammer Gel Chocolate (12-Pk) 2 0
HBE Hammer Gel Espresso (12-Pk) 0 2
EL Endurolytes (120 Capsules) 1 0
FBCB KIT: 12 Count box of Bars 0 1
HPR Hammer Gel Raspberry Pouch 1 0
HPA Hammer Gel Apple-Cinnamon Pouch 1 0
HPV Hammer Gel Vanilla Pouch 1 0
HO1 HEED Mandarin-Orange (1 Serving) 1 0
PO1 Perpetuem Orange-Vanilla (1 Serv) 1 0
CD Capsule Dispenser - Red Or Clear 1 0
NCP KIT: New Customer Packet - 1 0
----------------------------ORDER COMMENTS----------------------------
Moc, The FREE samples in your order is our way of thanking you and helping you with product knowledge and use. THANK YOU!
----------------------------------------------------------------------

The last part of the email (in bold) says it all. They sent me samples of virtually their entire nutrition line.

I already love these guys.